: Twitter launched its Promoted had about the iPad launch.
Tweets service, which allows adver- Porter Gale, VP of market- : Marketing list prices were stable
tisers to buy sponsored links on ing at Virgin America, said or showed growth this year vs.
the social networking site, on April that his company’s goal spring 2009 in most sectors, accord-
13. Marketers including Starbucks, is to improve customer ing to Worldata’s Spring 2010 List
Best Buy and Virgin America signed engagement via Twitter. Index. The only significant decline
up to use the service at its launch. “We’re trying to use the was in consumer e-mail lists, which
Twitter created the technology Promoted Tweets to enhance dropped $13/M year-over-year to
to display the ads based on con- the conversation with our exist- $108/M, the company said.
sumer acceptance. If a Promoted ing followers, and we are making “We’re seeing some good news,
Tweet “resonates with users,” it will sure that the conversations are rele- which we haven’t seen in the past
appear in a Twitter search, accord- vant and feel authentic,” said Gale. year or two,” said Ray Tesi, SVP
ing to the company. Another Virgin America Pro- at Worldata. “Taking an optimistic
A Twitter blog post explained moted Tweet gave the first 500 view, we feel we’ve bottomed out,
that the ads will appear at the top consumers who followed @vir- and hope the market is stabilizing.”
of some search results pages. ginamerica a promotion code to The permission-based b-to-b
“We strongly believe that Pro- book two-for-one flights during a e-mail category declined $9/M since
moted Tweets should be useful to part of April 13. spring 2009, though it remains the
you,” Twitter founder Biz Stone In a post on social media expert Among Virgin America’s initial “The people that are following highest-priced domestic list cate-
said in a company blog post. “We’ll Mike Moran’s blog, fellow industry Promoted Tweets is an ad called us want to fly us and want good gory at $281/M. The drop is due
attempt to measure whether the observer Frank Reed said, “Twitter “Send us your best geek moment,” deals, so we are rewarding our best not so much to the economy, but
Tweets resonate with users and assures us that it will be stressing which encourages consumers to customers for following us,” Gale to a flood of new lists and sources
stop showing Promoted Tweets relevance of ads. Well, Google did share photos of themselves using continued. in that market, Tesi said.
that don’t resonate.” the same for AdWords and that technology in-flight. Virgin also plans to use Twitter to The newsletters category showed
But not everyone is convinced is still a work in progress. By the The ad was inspired by a conver- announce new destination airports. the largest growth since last year,
of its significance. way… Twitter is no Google.” sation Virgin America customers increasing $4/ M to $174/ M.
Donors, attendees and members
and permission-based international
e-mail are other sectors showing
price growth year-over-year.
International e-mail grew when
the US economy began to falter,
Tesi said. It is the most expensive
overall category, at $408/M.
“We feel international pricing is
trol of Web-based efforts, accord- higher because … every country’s
ing to the report. regulations need to be adhered to,”
: CMOs are stepping up their use Nearly half (46%) of the more said Tesi.
of traditional direct marketing than 500 respondents said they
tactics, including customer data are investing in digital demand
integration and analytics, lead generation and online relationship
qualification and harvesting and building to improve the impact and
performance measurement, accord- value of their marketing, while 62%
ing to the Chief Marketing Officer said they will more often study